Abstract

"A sense of place": Pizzerias in the US, 1950s through the present"

Avi Ackerman, Sapienza Universita di Roma (avi.ackerman@ufl.edu)

This paper investigates the evolution of small, community-rooted pizzerias within the broader history of the US pizza industry, highlighting how independently owned establishments maintain creativity and distinctive character in contrast to large corporate chains. Since the 1950s, small pizzerias have operated alongside rapidly expanding franchises, navigating tensions between local identity, personal agency, and the homogenizing forces of corporate standardization.
By analyzing factors such as owner presence, community engagement, and adaptability, the study explores how small pizzerias have persisted and differentiated themselves amid the rise of industrial food production. Using Gainesville, Florida, as a case study, this paper examines how small, independent pizzerias respond to the cultural and economic dynamics of a transient, southern college town. While Gainesville is not a major economic hub, it is home to the top-ranked University of Florida, its 60,000 students, and roughly 135,000 residents. Florida itself is already a transient state, with more people moving in and out than any other in the US.
Grounded in local oral histories, this research documents the experiences of small business owners in an environment with a constantly shifting customer base, in which businesses must navigate both continuity and turnover. Drawing from business owners’ perspectives, newspaper materials, and digital sources that document the rise and strategies of larger companies, this paper brings voices and personal experiences to the forefront of business histories while highlighting the importance and presence of small businesses in US history.